Introducing the world's first methanol-fueled ferry

Kund: Stena Line

01 | Utmaning

In March 2015, Stena Line launched the world’s first methanol-fueled ferry on its Kiel-Gothenburg route – the MS Stena Germanica. The shipping company decided to focus its attention on the alternative fuel, which is biodegradable and reduces emissions of sulphur and particles by 99 percent. The conversion of the Stena Germanica set global standards for engineering and represents an important step towards a more environmentally-friendly shipping of the future. A message of great relevance, that has what it takes to position Stena Line in the public, but also to strengthen the relations towards politicians at both national and EU-levels.

But: unless you use the right communication angles and call the right people’s attention to it, your message won’t be heard.

02 | Lösning

For the the inauguration event for the conversed Stena Germanica in Kiel, we contributed with organisational assistance, the acquisition of over 100 prominent political guests and media representatives as well as with the preparation of speeches. EHRENBERG Kommunikation’s founder and CEO Magnus Ehrenberg moderated the event. Among the high-profile speakers were the European Commissioner for Maritime Affairs, Karmenu Vella, together with Schleswig-Holstein’s minister for Economic Affairs, Reinhard Meyer and Uwe Beckmeyer, parliamentary State Secretary at the German Bundestag.

The festive part and contributions were completed with a tour through the ferry’s engine room – a hands-on experience that significantly increased the memorability of the inauguration. The event was backed up by a following press conference as well as accompanying press work throughout the whole conversion process.

03 | Resultat

Politicians and the public are aware of Stena Line’s Supergreen programme and appreciate their willingness to contribute to a more environmentally-friendly ferry shipping. The political speakers who contributed to the event increased the credibility of the company and raised further awareness for Stena Line’s efforts – most of all Karmenu Vella, who referred to the conversion of the MS Stena Germanica as a “project of global importance”.

The political network has been strengthened and the numerous tweets and online posts about the events from several politicians completed the strong and positive media response, which featured articles in both regional, national and international publications, both online and offline.